Technologies

7 Ways Microsoft Uses AI to Make You Actually Care About Bing

It isn’t just ChatGPT on the Bing website. Microsoft blends OpenAI’s language technology with its own Bing search engine.

Microsoft Bing faces a big problem: Google utterly eclipses search engine. But Bing has a chance to grab more attention for itself with the OpenAI‘s language technology, the artificial intelligence foundation that’s made the ChatGPT service a huge hit.

For the brainier Bing to work, though, Microsoft has to get the details right. ChatGPT can be useful, but it can be flaky, too, and nobody wants a search engine they can’t trust.

Microsoft has put a lot of thought and its own programming resources into the challenge. It’s wrestled with issues like how AI-powered Bing shows ads, reveals its data sources, and grounds the AI technology in reality so you get trustworthy results, not the digital hallucinations that can be hard to spot in machine-generated information.

I spoke to Jordi Ribas, leader of Bing search and AI, to dig more deeply into the overhauled Bing search engine. He’s a big enough fan that he used the technology to help him write his boss a memo about it. «It probably saved me two to three hours,» he said, and it improved the Spanish executive’s English, too.

When the technology expands beyond today’s very small test group, it’ll let millions of us dig for much more complicated information, like whether an Ikea loveseat will fit into your car. And we’ll all be able to see whether it truly gives Google a run for its money. But for now, are seven aspects of Bing AI that I learned.

Bing AI isn’t just a repackaged version of ChatGPT

Microsoft blends its Bing search engine with the large language model technology from OpenAI, the AI lab that built the ChatGPT tool that’s fired up excitement about AI and that Microsoft invested in. You can get ChatGPT-like results using Bing’s «chat» option — for example, «Write a short essay on the importance of Taoism.» But for other queries, Bing and OpenAI technology are blended through an orchestration system Microsoft calls Prometheus.

For instance, you can Bing, «I like the band Led Zeppelin. What other musicians should I listen to?» OpenAI first paraphrases that prompt to «bands similar to Led Zeppelin,» then repackages Bing search results in a bulleted list. Each suggestion, like Fleetwood Mac, Pink Floyd and the Rolling Stones, comes with a two-sentence description.

Bing AI cites its sources — sometimes

When you give ChatGPT a prompt, it’ll respond with text it generates, but it won’t tell you where it got that information. The AI system is trained on vast amounts of the information on the internet, but it’s hard to draw a direct line between that training data and ChatGPT’s output.

On Bing, though, factual information is often annotated, because Bing knows the source from its indexing of the web. For example, in the Led Zeppelin prompt above, Bing includes a link at the top of its answer to a Musicaroo post, 13 Bands That Sound Like Led Zeppelin, and includes that link and others from MusicalMum and Producer Hive.

That sourcing transparency helps address a big criticism of AI, making it easier to evaluate whether the response is accurate or a mere AI hallucination. But it doesn’t always appear. In the essay on Taoism above, for example, there aren’t any sources, footnotes or links at all.

Some source links are ads that make Microsoft money

The Bing AI’s elaborate answers provide a new way for Microsoft to generate money from ads. In traditional Bing searches, the «organic» search results that Bing judges to be most relevant are separate from items placed by advertisers. But with Bing AI searches, the two types of information can be blended.

For example, in its response to the query «plan me a one-week trip to Iceland without a rental car,» AI-powered Bing suggests several destinations. In one of them, several words are underlined: «You can visit places like Vík, Skógafoss, Seljalandsfoss, and Jökulsárlón glacier lagoon by joining a multi-day tour or taking a bus.» Hovering over that link shows three sources for that information and an ad from a tour company. The advertisement is the top item of the three and is labeled «ad.»

«When you look at those citations, sometimes they are ads,» Ribas said. «When it’s more of a purchasing intent query, you hover over it and you’ll see the list of the references and sometimes it’s an ad. Then sometimes in the conversation itself, you’re going to see product ads, like if you do a hotel query.»

Ad revenue is a big deal, since it takes weeks of work on an enormous cluster of computers for OpenAI to build a single update to its language model, and OpenAI CEO Sam Altman estimates it costs a few cents to process each ChatGPT prompt. Bing, even though it’s a distant second to Google in the search engine market, still handles millions of queries a day.

Google plans to open access to its Bard AI chatbot soon, but it won’t be including ads to begin with.

OpenAI-boosted results are more relevant than plain old Bing

The fundamental measure of a search engine’s usefulness is whether its results are relevant, and the OpenAI technology brings a huge boost in the measurement that Microsoft uses to score its search engine results’ relevance.

«My team, working super, super hard in a given year, might move that metric by one point,» Ribas said, but OpenAI’s technology boosted it three points in one fell swoop. «It’s just never happened before in the history of Bing,» Ribas said.

That relevance boost is just for ordinary search results, Ribas added. OpenAI’s technology can further improve Bing with its chat interface that offers more elaborate answers and a follow-up exchange.

OpenAI makes Bing better with languages besides English

One particular area where Bing has been weak is searches that aren’t in English, and Ribas said OpenAI helps there. A lot of Bing’s three-point gain in relevance scoring «came from international markets,» Ribas said.

OpenAI’s large language model, or LLM, is trained with text from 100 languages. «Catalan is my first language. I can have a dialogue in Catalan. It works really, really well,» Ribas said

Bing brings OpenAI’s results up to date

Large language models like OpenAI’s GPT-3.5, the foundation for ChatGPT, are slow to build and improve, which means they don’t move at the speed of the web or of conventional search engines. GPT-3.5, for example, was trained in 2021, so it doesn’t have any idea about Russia’s invasion of Ukraine, the effects of recent inflation on consumers, or Xi Jinping securing his third term as general secretary of the Chinese Communist Party.

Bing often does know this more recent information, though. «When you bring in the Bing results, then you will get fresh results on that complete answer,» Ribas said.

Bing ‘grounds’ OpenAI’s flights of fancy

Microsoft uses its Bing data to try to avoid situations where OpenAI’s more creative technology could lead people astray. The more factual a query and answer are, the more Bing’s technology is used in the answer, Ribas said. This «grounding» significantly reduces AI’s problems with making stuff up: «It will reduce hallucination, which is … an ongoing battle,» Ribas said.

But Microsoft doesn’t want its grounding system to squash all the magic out of the AI. There’s a reason ChatGPT has been so captivating. The Prometheus system decides on the priorities for each query.

«We had to find the sweet spot between over-grounding the model and keeping it interesting,» Ribas said. «We have a measurement of the interestingness of the results, and we have a measurement for the groundedness of the results. The more the query is looking for something very factual, the more we weight the grounded. The more the query is supposed to be creative, the less we weight the grounded. I kept telling my team, I want my cake and eat it too.»

Technologies

Forza Horizon 6 Focuses on Japanese Car Culture: Here’s What to Know

The racing series’ latest edition, out in May, includes stunning views of Mount Fuji.

Microsoft has given racing-game fans a deeper dive into the upcoming Forza Horizon 6, and on Friday announced a May 19 release date for Xbox and PC. Premium Edition buyers will get early access on May 15, but PlayStation 5 owners will have to wait until sometime later in 2026 to play.

The publisher provided a first-look video that shows stunning views of Japan, including cherry blossom-strewn rural roads, ice-enclosed courses, neon-lit Tokyo streets and plenty of views of Mount Fuji.

The game will launch with 550 collectible cars, and Microsoft will display two on the cover: the 2025 GR GT Prototype and the 2025 Toyota Land Cruiser.

Don’t miss any of our unbiased tech content and lab-based reviews. Add CNET as a preferred Google source.

Microsoft says the open-world game will focus on Japanese car culture, with the player in the role of a new arrival to the country guided by two close friends, motorsports fan Jordy and car builder Mei.

The locations will be divided into districts, ranging from bustling urban areas such as Tokyo’s Shibuya Crossing to suburbs, industrial docklands, and more rural areas.

What to know about Forza Horizon 6

Progress in the game will include unlocking new cars and more advanced races, plus a journal of digital mementos inspired by stamp collecting.

The game features eight player houses across Japan that serve as fast-travel points. And new to the game series is The Estate, a piece of land players can acquire and build on.

Inspired by Japanese car culture, Forza Horizon 6 will add Car Meets that’ll serve as social spaces for players.

The Standard Edition costs $70, the Deluxe Edition costs $100, and the Premium Edition, which unlocks early access and includes several Car Packs, costs $120. The game will also be a Day 1 release on Xbox Game Pass Ultimate, and will be available on Steam and Xbox Cloud as well.

Technologies

TikTok Deal Will Keep It Online in the US, but Your Experience of the App Might Change

TikTok has secured its future by agreeing to split the US app from the global business. But the deal will spark changes to the app’s algorithm.

TikTok has dodged a ban and secured its long-term future in the US by announcing a deal on Friday that will see a joint venture take over US operations of the popular social video app. The deal marks the conclusion of a protracted battle over the app’s continued presence in the US, which dates back to President Donald Trump’s first term in office.

TikTok in the US will now be run by TikTok USDS Joint Venture LLC, which was established by a White House executive order issued in September 2025. At its helm will be CEO Adam Presser, previously the head of operations, who led TikTok’s efforts to ensure that the data of the app’s US users was kept secure. Shou Chew, the CEO of TikTok’s international operations, will serve on the joint venture’s board of directors.

«TikTok USDS Joint Venture’s mandate is to secure US user data, apps and the algorithm through comprehensive data privacy and cybersecurity measures,» the company said in a statement. «It will safeguard the US content ecosystem through robust trust and safety policies and content moderation while ensuring continuous accountability through transparency reporting and third-party certifications.»

The venture has three managing investors — Silver Lake, Oracle and MGX — which each hold a 15% stake. Oracle also will be responsible for protection of US user data and of the freshly retrained algorithm, which will be specific to the US version of the app.

Presidents Trump and Joe Biden raised concerns over a potential national security threat posed by TikTok, because of its Chinese-owned parent company ByteDance, which will retain a 19.9% stake in the new joint venture. During both of his presidential terms, Trump has attempted to ban TikTok, but also delayed the ban’s implementation.

The deal announced on Friday arrived moments before the deadline set by the White House for TikTok to comply with its September executive order. In a post on his social site Truth Social, Trump said he was «so happy to have helped in saving TikTok.»

«I only hope that long into the future I will be remembered by those who use and love TikTok,» said Trump. He also thanked China’s President Xi Jinping for working with the US and approving the deal. «He could have gone the other way, but didn’t, and is appreciated for his decision,» he said.

How TikTok might change for you

TikTok has more than 200 million users in the US, and if you’re one of them, the deal announced on Friday will allow you to continue using the app without the ongoing fear of it being banned.

It also won’t see you cut off from creators in China, or the rest of the world. People in the US will still be able to watch videos from Europe, such as last year’s viral «nothing beats a Jet2 holiday» trend. TikTok users outside of the US will still be able to follow their favorite American creators.

In the TikTok newsroom post, the company addressed interoperability, saying that the deal would «provide US users with a global TikTok experience, ensuring US creators can be discovered and businesses can operate on a global scale.»

Where the experience might change is in the content that is recommended to you. Under the terms of the deal, TikTok’s algorithm will be retrained, tested and updated based on US user data. This will have a knock-on impact on what you see on the platform, according to Kelsey Chickering, principal analyst at Forrester.

«TikTok’s power lies in its content graph — an algorithm that learns from thousands of user signals to deliver hyper‑relevant, highly addictive videos,» said Chickering. «With a US joint venture retraining that algorithm on domestic data, the experience will change — maybe for the better, maybe not. One thing’s certain: TikTok in America won’t be the same.»

In spite of the interoperability that will see US TikTok users connected to those across the globe, it does seem likely that the focus on US data will lead to a shift away from the global nature of the content that the algorithm currently serves up to you.

«TikTok’s US algorithm will now be trained on US data, which means what trends — and what dominates feeds — will feel distinctly American,» said Chickering. «Global content will still appear, but its ranking will change.»

Exactly how this will look may differ from person to person, and will likely take some time to come into effect as the joint venture begins the retraining process. TikTok didn’t immediately respond to questions regarding how long it expects retraining the algorithm to take, when US TikTok users should expect to be impacted by changes and whether it will issue public updates about this process.

One potential pitfall the company might want to avoid, Chickering said, is moderating the US version of TikTok in a way that tilts too far toward any one particular political viewpoint, or fails to curb misinformation. Elon Musk’s takeover of Twitter (now X) — and his subsequent algorithmic changes that alienated users and advertisers — is a cautionary tale in this regard. With Instagram Reels already vying to replace TikTok, the company will likely want to avoid making changes that could spark a mass exodus of people.

«For now, it’s speculation,» said Chickering. «It remains to be seen how new leadership will wield this power and whether moderation policies will evolve.»

Technologies

Today’s NYT Mini Crossword Answers for Friday, Jan. 23

Here are the answers for The New York Times Mini Crossword for Jan. 23.

Looking for the most recent Mini Crossword answer? Click here for today’s Mini Crossword hints, as well as our daily answers and hints for The New York Times Wordle, Strands, Connections and Connections: Sports Edition puzzles.

Need some help with today’s Mini Crossword? Hope you’re familiar with a certain blond actor (8-Across)! Read on for all the answers. And if you could use some hints and guidance for daily solving, check out our Mini Crossword tips.

If you’re looking for today’s Wordle, Connections, Connections: Sports Edition and Strands answers, you can visit CNET’s NYT puzzle hints page.

Read more: Tips and Tricks for Solving The New York Times Mini Crossword

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